Microsoft recruits the top 2% of college students. They are geniuses. Only one problem, they've already turned Microsoft down, writing them off as "un-cool." So, we simply got them talking about Microsoft again.
Hey Genius expressed the other, younger start-up side of Microsoft, where genius and entrepreneurialism is encouraged. We started with personalized websites, local print ads and genius anthems created specifically for recruits. Nan Li's name was plastered on sandwich boards around campus. Sean Lynch got a private ride to his classes in the Genius Transporter. Gina Smith had a relaxing interview in the Job-Cuzzi, the worlds only traveling interview hot tub.
From letterheads to Facebook apps to 30 viral videos, wildpostings, T-shirts, stickers, laundry detergent and a full website, Hey Genius was immersed in college life across 45 campuses in over 72 single executions. There's too much for this little website, but recruitment went up 25% and recruiters were more than four months ahead of schedule.